NewAge Inc (fka NBEVQ) (NBEVQ)

[NewJerichoMan]

Yet thinking here, NAB could then offer a stronger non-caffeine-added pre-made ym drink to comply with consumer demand. Still the comapny comes off as a discount to authenticity. Very American, you're right. But the whole movement is counter to the fake or copycat established norms.

It's very early in the game. Product has been on the street less than a month. For an initial offering, 4 flavors, in cans, is probably a wise start. It's a balance between being truly healthy, and usually tasting like dirt, and being that better-for-you alternative. I doubt there are plans today for more "sophisticated" Yerba offerings down-the-road. The sales will tell the tale on future offerings.

Conceptually, I like the product's placement. For the growing number of new Yerba drinkers, I think we win a taste test versus Yerba. We probably lose the "authenticity" test among the sophisticated. But I think we win some back with our branding: Marley > Guayaki, as well as any "halo effect" from NewAgeHealth, PediaAde, Enhanced Recovery, etc.